The Right Messaging Captured This Boutique Hotel’s Unique Value, Engaged the Ideal Audience, and Increased Bookings
An eco-chic treehouse resort hidden deep in a Jamaican forest, far from the rum-running, sunbathe-all-day-and-dance-all-night Bacchanal vibe deserves an equally unique and accurate message. In order to retain reservations, increase bookings, and ensure their marketing matched the resort’s branding, Kanopi House needed to find their target audience. And then woo them.
The property is an adventurer’s dream. Add a backpack filled with a bather, water shoes, and enough layers to protect you from the jungle mosquitos on your way to the famous Blue Lagoon – yes, that Blue Lagoon – and maybe a GoPro and some books that have been on your must-read list for the past year, and you’re in paradise. But for those expecting an air-conditioned, five-star resort with white tablecloth service and unfailing WiFi, their sister site, Kamalame Cay, might be a better fit.
Messaging matters, especially when you’re selling an unparalleled experience like the one at Kanopi House. When you get it wrong and customers feel misled, unfavorable reviews abound and the property’s reputation takes a direct and financially painful hit.
Our goals were to rebrand, discover their target audience, and double the resort’s bookings. So, we got to work crafting Kanopi House’s messaging, including:
- designing marketing strategies to target their desired customer base
- building an honest and highly engaging social media stream
- developing a tight email list
- marketing excursions with local adventure and experiential providers
In just eight months, Kanopi House doubled its bookings. The substantial increase in revenue allowed them to build three more treehouses, doubling their occupancy potential, too. Rave reviews of the resort abound online, and their reputation is fixed and true. Kanopi House was recently named to Condé Nast’s Best Of 2018 list, further solidifying their unique presence in their niche hotel market.
Every brand needs a voice. Messaging articulates a brand’s promise and stimulates desire for its offerings. The best messaging, in our experience, is persuasive yet truthful.
So, ask yourself: Does my brand messaging reflect reality? Is it a believable, truthful blend of reality and aspiration? Are my messages resonating with my target audience and are they interesting?
Anything less just won’t work for us.